While “earned media placement” will continue to be a centerpiece of client expectations from their agencies and internal staffs tactically, the substantive strategic contribution of PR has transitioned. It is no longer possible to dictate consumer behavior through sheer tonnage in conventional push, interruptive, and repetitive media tactics.
How, when, and where consumers consume media has dramatically shifted online to places where their self-interests are better served. One must add the consumer's requirement for lifestyle relevance and personal engagement, along ...